BYD's Brave Steps To Test Profits In Sakura Country Through Kei Car Racco

JAKARTA - BYD continues to expand its work in the global arena with bold steps to enter the Japanese automotive market, which has been known to be very difficult for Chinese car manufacturers to penetrate. The electric car manufacturer from Shenzhen presents its first electric engine model, specifically for consumers in Sakura Country.

The Japanese auto market is known to be very protective against local brands. The roads in the country are dominated by cars made by Toyota, Daihatsu, Mazda, and Suzuki. Pure electric vehicles are rarely seen, as most Japanese consumers prefer hybrid cars that are considered more practical and efficient.

In addition, small cars in the kei car segment are the favorites of Japanese society. This tiny vehicle offers lower taxes, compact dimensions, and high efficiency, making it ideal for busy urban traffic and roads in Japan that are not too wide.

Seeing this opportunity, BYD presented an electric car named BYD Racco as an effort to expand its penetration in the Japanese market. According to Senior Analyst Aizawa Securities, Yasushi Yokoyama, electric car sales in Japan during the first half of 2025 were still relatively low.

"Consumers do not have emergency and strong reasons to buy Electric Vehicle (EV)," he said, quoted from The Japan Times, Friday, October 31.

Until now, Nissan Sakura is still the only tiny electric car with the highest sales in Japan, even occupying the best-selling position for three consecutive years. This condition shows that loyalty to local brands is still very strong.

In addition, the ecosystem supporting electric cars in Japan is also not fully ready. However, opportunities remain open to BYD. Yokoyama assessed that BYD's success in Japan will depend heavily on price strategies, specifications, and full-sale services.

"The charging infrastructure is arguably developing, but it's still far from enough. If the price and specifications are attractive with comprehensive services, there is a possibility that BYD's small car could be popular," he said.

For information, BYD Racco officially debuted at the Japan Mobility Show 2025 with a tag of around 2.6 million yen or equivalent to IDR 275 million. This model is BYD's first product to be designed exclusively for markets outside China, as well as marking an important step in the company's global vision of supporting carbon emissions reduction.

This model is equipped with a battery with a capacity of 20 kWh, supports fast charging of up to 100 kW, as well as a heat pump system to keep the cabin temperature comfortable in various weather conditions. The concise design makes it ideal for daily use, especially in urban areas with limited parking lots.